The Football Market
Data-Led Insight for Content Strategy
In 2017, the AVTN NewsNet247 team—Phillip Covell and Kinny Cheng, were commissioned to assess the market positioning and commercial viability of a proposed UK football channel, with a particular focus on grassroots footballand its relationship to the wider broadcast ecosystem.
We compiled a bespoke database of over 700 football-related keywords and 550 teams, encompassing not only the UK Premier League, UEFA-affiliated clubs, and FIFA Top 100, but also deep coverage of the English and Scottish football pyramids. The analysis included search visibility, follower metrics, and digital engagement data across platforms.
The resulting research formed a detailed market snapshot of football’s media footprint as of 2017. Just as critically, it provided a powerful comparative benchmark for AVTN NewsNet247, highlighting that while football remains a highly commercialised media sector, the aviation content market, when compared like-for-like, offered even broader global scale and underexploited potential.
Could your platform, channel, or organisation benefit from an updated version of this dataset, or a bespoke market analysis of your own vertical?
Contact me to explore how this kind of rigorous, data-led approach can support strategic content or audience planning.
Download the Football Market Snapshot (PDF)
The Deep Dive Podcast: The Football Market 2017
Join our hosts as they explore the methodology, metrics, and media insights behind the 2017 Football Market Snapshot, co-authored by Phillip Covell and Kinny Cheng. This episode highlights how grassroots and elite football data was used to evaluate market saturation, brand reach, and cross-sector comparisons.
The Deep Dive is an AI-generated podcast using Google NotebookLM, designed to open up complex research to a wider audience.
